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The first portable trauma care reference for nurses 4 STAR DOODY'S REVIEW! "This book covers trauma assessment and injuries in depth, empowering trauma nurses to provide the highest quality care....Based on over 26 years of trauma nursing experience, the author writes a book for other trauma nurses that will sharpen their assessment skills as well as their delivery of care to trauma patients....This insightful book is extremely easy to navigate from and a valuable resource for trauma nurses."--"Doody's Review Service" "Nurse to Nurse: Trauma Care" is the only portable and comprehensive quick-reference manual for the trauma nurse. Written by a nurse with more than two decades of clinical and management experience in trauma care, the book distills essential information into rapidly-accessible clinical directions through the use of algorithms, tables, boxes, clinical pearls, and nursing alerts.

Paul Greenberg is President of The 56 Group, LLC, and one of the world's leading authorities on CRM.

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Foreword

p. xi

Acknowledgments

p. xv

Introduction

p. xvii

The Era of the Social Customer

p. 1

OMG! Your Customer Really Is Your BFF!

p. 1

Bursting the New Mythology: Zeus Drops to Earth

p. 1

How the Book Is Organized

p. 3

Starting with a Test

p. 6

Welcome to the Era of the Social Customer

p. 8

What's a Customer Ecosystem?

p. 10

The Social Customer Needs Your Attention to Get Theirs

p. 18

CRM, CMR, VRM oràWho Cares?

p. 29

"Traditional" CRM

p. 30

From CRM to CMR

p. 32

Social CRM

p. 34

Social CRM Technology: Features, Functions, Characteristics

p. 37

The Social Stack

p. 41

Social CRM and VRM

p. 45

Vendor Relationship Management (VRM)

p. 46

Now Do You See CRM, Social CRM, and VRM?

p. 53

The Customer Owns the Experience

p. 55

The Transition from Management to Engagement Through Experience

p. 58

Superstah! Response Tek

p. 75

A Guiding Principle for Crafting Experiences

p. 78

Enterprise 2.0: Not Exactly What You Think

p. 83

Defining Enterprise 2.0

p. 83

Enterprise 2.0: Here's Why You Need It

p. 85

What This Means for CRM

p. 93

A Company Like Me; New Business Models = Customer Love

p. 97

Why? Because We Like You and Trust You

p. 98

The New Business Models Unveiled

p. 105

Another Model Worth Getting Behind

p. 115

So Happy Together: Collaborating with Your Customers

p. 121

Do You Have The Ring? Tools For Customer Engagement

p. 121

The Value of Social Media in CRM

p. 121

Social Media

p. 123

Superstah! Lotus Connections

p. 140

Love Your Customers Publicly: Blogs and Podcasts

p. 149

The Blogosphere

p. 149

How Do You Measure a Blog?

p. 161

Microblogging and More: Tweeting on Twitter

p. 162

Superstah! Six Apart

p. 166

Podcasting: A Brief Look

p. 170

Wikis Are A Weird Name For Collaboration, N'est Çe Pas?

p. 175

Crowdsourcing

p. 176

Superstah! Socialtext

p. 189

Wiki Wrap-Up

p. 194

Social Networks, User Communities: Who Loves Ya, Baby?

p. 197

The Conversation Can't Be Avoided

p. 198

Social Network Styles: What Models Can You Choose From?

p. 200

Managing the Community

p. 215

The IT Landscape

p. 222

The Vendor Picture

p. 226

Superstah! Neighborhood America

p. 228

Movin' And Groovin': The Use Of Mobile Devices

p. 235

A Needy Market

p. 236

Why the Growth?

p. 237

What's It Look Like? Mobile Technology

p. 239

Considerations in Mobile Enterprise Planning

p. 241

Untethered Benefits

p. 242

The Future: Social CRM Gets Down and Wireless

p. 244

Superstah! Research in Motion, SAP, and CRM 2007 for the BlackBerry

p. 248

Baby Stays, Bathwater Goes-CRM Still Needs the Operational

p. 253

The Collaborative Value Chain

p. 253

Transparency

p. 254

The Systems

p. 255

Back and Front Office Integration: Bad Story, Good Story

p. 257

Integrating the Back with the Front-Still Not Too Shabby

p. 260

A Mini-Conference

p. 266

Now Meet the Customer: The Collaborative Value Chain

p. 271

Ecosystems Begin to Rule

p. 274

Building the Collaborative Value Chain

p. 276

Superstah! SAP

p. 279

Sales And Marketing: The Customer Is the Right Subject

p. 283

Sales and Marketing Are Now Integrated, Aren't They?

p. 283

Sales 2.0: Customer Expectations Have Changed

p. 286

Leads and Opportunities: The Feeling Is Mutual

p. 290

Special Circumstances Include the New Norm

p. 291

Handling Opportunities Better and Way Cooler

p. 298

Superstah! Oracle Social CRM

p. 300

Sales Intelligence: Mo' Better, Richer, Deeper

p. 304

The Sales 2.0 Value Proposition

p. 309

Marketing, uh, 2.0: New Mindset, New Tools

p. 310

Listen Up! The New Competition Is Attention

p. 310

Getting on the Cluetrain Manifesto

p. 315

Authenticity Trumps Consistency

p. 317

The Marketing Model: Old vs. New

p. 318

Social Media and Marketing: More than Just du Jour

p. 322

CRM Vendors Have a Problem Here: Poor Apps, but Improving

p. 330

Customer Service Is Our Name-And Our Game

p. 343

Customer Complaints Go Viral-and You Love It

p. 344

The Definition of Customer Service

p. 345

Building a New Customer Service Model

p. 350

Technology Finds 21st Century Customer Service

p. 366

Superstah! RightNow: Building Beyond the Traditional

p. 367

Superstah! Helpstream: Community-Driven Customer Service

p. 371

Closing It Out

p. 375

The Difference: CRM, the Public Sector, and Politics

p. 381

From 2004 to Now-Wow, What a Difference

p. 383

In Re: Engagement by the Administration

p. 388

The Case of Singapore: Social CRM in Action

p. 391

Politics No Longer Poker-Bluffing Don't Woik

p. 398

The Technology Champs

p. 403

Superstah! Blue State Digital

p. 409

SOA for Poets

p. 417

Evaluating Architecture

p. 417

The Architectures

p. 420

Enterprise Service-Oriented Architecture

p. 420

Superstah!

p. 429

REST/WOA

p. 429

Superstah! Sage Software

p. 432

At Home or in the Clouds-And In Open Spaces Between

p. 437

On-Premise

p. 438

On-Demand

p. 441

The Players

p. 448

Superstah! NetSuite

p. 448

Choosing SaaS vs. On-Premise: Comparative Checklist

p. 451

Open Source: Not Quite Any of Them

p. 451

Superstah! SugarCRM

p. 458

Cloud Computing: Wispy or Real?

p. 461

Big Picture, Big Strategies

p. 473

Introducing Strategy

p. 474

A Case Study

p. 494

Mapping the Customer Experience

p. 503

The Benefits of Your Customer's Lovely Experience

p. 505

Why Customer Experience Mapping?

p. 505

Process and Data Go Together Like...CRM Operations

p. 519

Not Just Your Transaction's Data Anymore

p. 520

It's the Process, Man

p. 534

Superstah! Process-Driven CRM: Sword Ciboodle

p. 542

Value Given, Value Received: Analyzing the Return on CRM

p. 549

Analytics: Figuring Out Whassup

p. 549

What Are Analytics?

p. 550

A Very Brief Primer on Analytics

p. 552

Analytics in Service of Insight = Loyalty, Advocacy

p. 565

Measuring the Social Customer's Value

p. 572

Superstah! SAS and Customer Experience Analytics

p. 580

When You Buy the Application, You Buy the Vendor, Though You Don't Implement Him

p. 587

Despite Your Wishes, the Vendor Matters

p. 588

Moving Forward: The Implementation Begins

p. 601

Executing Perfectly: BigMachines Does IT Right

p. 602

Closing Up for the Night

p. 610

Waving to the Future

p. 613

Now It's My Turn to Be a Fortuneteller, Err, Forecaster

p. 618

In (Dim) Sum

p. 627

Appendix: The Social Web and the Public Sector: From the World to the State